People read web pages in the shape of this letter when there aren't clear headings.
What is an F shape?
100
This should be the subject of your sentences whenever possible.
Who is your audience?
100
You should write in this tense because it's easiest to read.
What is present tense?
100
This should be consistent across the TELUS website.
What is voice?
100
Of clarity and personality, it's the one that should be prioritized.
What is clarity.
200
Online writing should have this focus.
What is audience focus?
200
This sentence or two summarizes the specific topic and goals of a post.
What is a purpose statement?
200
This is the strong verb form of "have knowledge of."
What is to know?
200
This can change depending on channel or situation.
What is tone?
200
Reword this to be in active voice:
Decisions were made that pushed the timeline back a week.
What is "we pushed the timeline back a week."
300
This is where the most important information should go, whether in a heading, sentence, or paragraph.
What is at the beginning?
300
Write from this point of view.
What is first or second person?
300
Reword this sentence concisely:
If there are any points on which you require explanation or further particulars we shall be glad to furnish such additional details as may be required by telephone.
What is call for more information?
300
Write in this voice when your post includes your byline.
What is my voice?
300
Use this type of list for steps in a process.
What is a numbered list?
400
This is one of the several ways to break up walls of text.
What is a list, table, or heading?
400
THESE are the two general purposes of any page, and THIS is the one you should organize your page around.
TELUS purpose & audience purpose.
Organize around audience purpose.
400
Replace utilize with this word.
What is use?
400
You use avoid this type of speak, which can remove audience trust.
What is marketing speak?
400
Give an example of two parallel phrases.
Varies
500
This delicious-sounding writing structure helps online readers find the information they're looking for.
What is a layer cake?
500
This is one reason you should use meaningful link text rather than click here.
What is: audience can't scan/has to read text above & below, takes attention away from content, doesn't meet accessibility guidelines
500
This is one of several unnecessary phrases you should avoid.
Varies.
500
This is one of the ways to sound more casual and friendly.
What are using contractions, being helpful & positive, and using humour.